Successful People – Why, How, What
Restored from the Empower Network archive (2011–2017), lightly edited to meet our current advertising standards. Views are the original author’s.
Successful People – Why, How, What
How can you explain when others are able to achieve great things that seem to defy all expectations? Why is a company like Apple so innovative? Time and time again they’re more innovative than most of their competitors. And yet, they’re just a computer company. They have the same access to the same talent, the same agencies, the same consultants, the same media. So why do they have more success than their competitors? Why is it that Martin Luther King led the Civil Rights Movement? He wasn’t the only man who suffered in a pre-civil rights America, and he certainly wasn’t the only great orator of the day. Why him? Why is it that the Wright brothers were able to figure out controlled, powered man flight when there were certainly other teams who were better qualified, better funded … and they didn’t achieve powered man flight, and the Wright brothers beat them to it. There must be something more behind all of these great achievements of these great men.
A few years ago Simon Sinek made a discovery, a discovery that profoundly changed my view on how I thought the world worked, and it even profoundly changed the way in which I operate in it. As it turns out, all the great and inspiring leaders and organizations in the world – whether it’s Apple or Martin Luther King or the Wright brothers – they all think, act and communicate the exact same way. And it’s the complete opposite to the way most people do. It’s probably the world’s simplest idea he called it the golden circle.
Successful People – Why, How, What
Why? How? What? These 4 words explain why some organizations and some leaders are able to inspire where others aren’t. Let me define the terms really quickly. Every single person, every single organization on the planet knows what they do, 100 percent. Some know how they do it. But very, very few people or organizations know why they do what they do. And by “why” I don’t mean “to make a profit.” That’s a result. By “why,” I mean: What’s your purpose? What’s your cause? What’s your belief? Why does your organization exist? Why do you get out of bed in the morning? And why should anyone care?
The way most of us think, the way we act, the way we communicate is from the outside in. We go from the clearest thing to the fuzziest thing. But the inspired leaders and the inspired organizations – regardless of their size, regardless of their industry – all think, act and communicate from the inside out.
Successful People – Why, How, What
Let me give you an example. I use Apple because they’re easy to understand and everybody gets it. If Apple were like everyone else, a marketing message from them might sound like this: ”We make great computers. They’re beautifully designed, simple to use and user friendly. Want to buy one?” “Meh.” And that’s how most of us communicate. That’s how most marketing is done, that’s how most sales is done and that’s how most of us communicate interpersonally. We say what we do, we say how we’re different or how we’re better and we expect some sort of a behavior, a purchase, a vote, something like that.Here’s our new law firm: We have the best lawyers with the biggest clients, we always perform for our clients who do business with us. Here’s our new car: It gets great gas mileage, it has leather seats, buy our car. But it’s uninspiring.
Here’s how Apple actually communicates. ”Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?” Totally different right? You’re ready to buy a computer from me. All I did was reverse the order of the information. What it proves to us is that people don’t buy what you do; people buy why you do it. People don’t buy what you do; they buy why you do it. -Simon Sinek
Successful People – Why, How, What
Everyone’s perfectly comfortable buying computers, mp3 players and DVRs from APPLE, but they’re just a computer company. There’s nothing that distinguishes them structurally from any of their competitors. Their competitors are all equally qualified to make all of these products. In fact, they tried. A few years ago, Gateway came out with flat screen TVs. They’re eminently qualified to make flat screen TVs. They’ve been making flat screen monitors for years. Nobody bought one. Dell came out with MP3 players and PDAs, and they make great quality products, and they can make perfectly well-designed products – and nobody bought one. In fact, talking about it now, we can’t even imagine buying an MP3 player from Dell. Why would you buy an MP3 player from a computer company? But we do it from APPLE. “People don’t buy what you do; they buy why you do it.” The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.
Successful People – Why, How, What
But if you don’t know why you do what you do, and people respond to why you do what you do, then how will you ever get people to vote for you, or buy something from you, or, more importantly, be loyal and want to be a part of what it is that you do. Again, the goal is not just to sell to people who need what you have; the goal is to sell to people who believe what you believe. Remember, just ask: Successful People – Why, How, What
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